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Könyv Marking Enterprise Jean-Claude Thoenig

Marking Enterprise

Szerző: Jean-Claude Thoenig, Charles Waldman
Nyelv: Angol
Kötés: Kemény kötésű
Kiadó: PALGRAVE MACMILLAN
Elérhetőség: Beszállítói készleten alacsony példányszámban
Küldés 13-18 napon belül
20 672 Ft
Enterprises such as Ikea, First Direct, Apple, Royal Canin or Starbucks are models not only because...

Információk a könyvről

Szerző
Jean-Claude Thoenig, Charles Waldman
Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
2006
oldal
241
EAN
9780230001879
ISBN
0230001874
Enbook ID
01324629
Kiadó
PALGRAVE MACMILLAN
Súly
536
Méretek
242 x 164 x 20

Teljes leírás

Enterprises such as Ikea, First Direct, Apple, Royal Canin or Starbucks are models not only because of their economic performances, but also because they leave a mark on society. Marking enterprises are special. They think and act in a specific manner. They cooperate with multiple outside stakeholders beyond a mere opportunistic transaction or mercantile approach. More than just satisfying an economic market, they serve, even construct and govern, societal territories. They fill relevant, political, cultural, or functional gaps. They also manage differently. They consider customers to be intelligent, responsible adults living in a complex and ever evolving society. They interact intensively with consumers. They act as moral communities. They listen to emerging societal changes and values. They co-opt many outside allies and relays. Marking enterprises succeed because they invent alternative approaches about branding, marketing and strategizing. This challenging book makes them explicit and replicable. It offers a ground breaking new framework to business practices and to management sciences.

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